Elizabeth Pizzinato, Senior Vice President, Marketing and Communications, Four Seasons Hotels and Resorts gave us an insider’s look into their digital strategy. With a heavy emphasis on digital, Four Seasons is paving the way for marketers in the luxury hotel industry and beyond; maintaining a consistent brand message and experience for the consumer both online and off.
Elizabeth identified a number of key points on the state of “luxury” today and highlighted that the affluent “LIKE” social media, which is certainly good news for Four Seasons. So, how is the brand working to create and build an engaged community? One way is to stick to their “brand engagement promise” to be: customized and personal, locally relevant and culturally authentic and differentiating and memorable. Another is a really solid content strategy including: meeting consumers where they already are across platforms, having a unique point of view to share, managing content all in one place and overall being a really good “storyteller”.
Want to see it all in action? Check out the recently launched “Weddings by Four Seasons” pages – creating a community of brides and wedding enthusiasts globally. Just as Elizabeth took the stage at the Digital CMO Summit to present, this newly launched initiative was creating a buzz on Twitter with the first #Luxbride Twitter chat – bringing together brides, wedding planners, vendors and wedding lovers globally. The program extends far beyond Twitter to platforms including Facebook, Pinterest, Instagram, Tumblr and Google+.